Looking but Not Seeing: Effect of On-Site Ads in Sports Broadcasts on Television

Year 2019, Volume: 7 Issue: 4, 11 - 21, 29.12.2019

Ümit Can Büyükakgül , Arif Yüce Hakan Katırcı

Abstract

In this study, brand recall differences related to TV broadcasts of basketball matches were examined. 194 participants who were students of Faculty of Sport Sciences at Anadolu University took part in this study. An experimental design was created using a video including basketball TV broadcasts of Tahincioğlu Turkish Basketball League to evaluate recall performance of participants. Data analysed using by SPSS v.20. As a result, it was determined that at least one and up to 14 of 84 different brands in the video were recalled correctly as unaided. Minimum 1 and maximum 33 number of brand were recalled as aided by participants. Four of five mostly recalled brands as both unaided and aided were same and interestingly, Tahincioğlu, which is the name sponsor brand of Turkish Basketball League was not among these four brands. Briefly, for a greater brand recall, it may be considered a more effective approach for businesses to advertise or sponsor in different content and format but not through a single communication channel.

Keywords

brand recall, on-site ads, sports broadcasts, sponsorship

References

• Aaker, J.L. (1997). Dimension of brand personality. Journal of Marketing Research, 34, 347-356.
• Bennett, R. (1999). Sports sponsorship, spectator recall and false consensus. European Journal of Marketing, 33, 291-313.
• Biscaia, R., Correia, A., Ross, S., & Rosado, A. (2014). Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans. International Journal of Sports Marketing and Sponsorship, 16, 7-23. doi:10.1108/IJSMS-16-01-2014-B002
• Brand Finance Turkey 100 (2018). http://brandfinance.com/images/upload/brand_finance_turkey_100_2018.pdf, Accessed 27.01.2019.
• Breuer, C., & Rumpf, C. (2011). Memorization of sport sponsorship activities: the case of the German Bundesliga. Sport, Business and Management: An International Journal, 1, 284-293. doi:10.1108/20426781111162684
• Breuer, C., & Rumpf, C. (2012). The viewer’s reception and processing of sponsorship information in sport telecasts. Journal of Sport Management, 26, 521-531. doi:10.1123/jsm.26.6.521
• Breuer, C., & Rumpf, C. (2015). The impact of color and animation on sports viewers’ attention to televised sponsorship signage. Journal of Sport Management, 29, 170-183. doi:10.1123/JSM.2013-0280
• Cornwell, T.B. (2008). State of the art and science in sponsorship-linked marketing. Journal of Advertising, 37, 41-55. doi:10.2753/JOA0091-3367370304
• Cornwell, T.B., & Humphreys, M.S. (2013). Memory for sponsorship relationships: a critical juncture in thinking. Psychology & Marketing, 30, 394-407. doi:10.1002/mar.20614
• Donovan, R. J., Anwar-McHenry, J., Hernandez Aguilera, Y., Nicholas, A., & Kerrigan, S. (2016). Increasing brand recall for naming rights sponsorships. Journal of Social Marketing, 6, 377-389. doi:10.1108/JSOCM-08-2015-0060
• Law, S., & Braun-LaTour, K. A. (2004). Product Placements: How to Measure Their Impact. In, L.J. Shrum, (Ed.), Psychology of Entertainment Media (pp. 63-78). Mahwah, NJ: Erlbaum.
• Leng, H. K. (2017). Sponsor recall in sports events of short duration: empirical evidence from swimming competitions. International Journal of Sports Marketing and Sponsorship, 18, 138-148. doi:10.1108/IJSMS-05-2017-091
• Li, H., & Lo, H. Y. (2015). Do you recognize its brand? The effectiveness of online in-stream video advertisements. Journal of Advertising, 44, 208-218. doi:10.1080/00913367.2014.956376
• McNair, C. (2018). Global Ad Spending: The eMarketer Forecast for 2018. https://www.emarketer.com/content/global-ad-spending, Accessed 03.03.2019.
• Meenaghan, T., & O’Sullivan, P. (2013). Metrics in sponsorship research: Is credibility an issue? Psychology & Marketing, 30, 408-416. doi:10.1002/mar.20615
• Moore, J.N., Pickett, G.M., & Grove, S.J. (1999). The impact of a video screen and rotational-signage systems on satisfaction and advertising recognition. Journal of Services Marketing, 13, 453-468.
• Nelson, M. R. (2002). Recall of brand placement in video/computer games. Journal of Advertising Research, 42, 80-92. doi:10.2501/JAR-42-2-80-92
• Nelson, M. R., Keum, H., & Yaros, R. A. (2004). Advertainment or Adcreep Game Players’ Attitudes toward Advertising and Product Placements in Computer Games. Journal of Interactive Advertising, 5, 3-21. doi:10.1080/15252019.2004.10722090
• Pieters, R. & Wedel, L. (2007). Goal control of attention to advertising: The Yarbus implication. Journal of Consumer Research, 34, 224-233. doi:10.1086/519150
• Reiser, M. (2012). The sponsorship effect: Do sport sponsorship announcements impact the firm value of sponsoring firms? (Doctoral dissertation, Deutsche Sporthochschule Köln). Retrieved from http://esport.dshs-koeln.de/334/
• Solomon, M. R. (2004). Consumer Behavior- Buying, Having, and Being. (6th. Ed.). Pearson Prentice Hall.
• Stotlar, D.K., & Johnson, D.A. (1989). Assessing the impact and effectiveness of stadium advertising on sport spectators at division 1 institutions. Journal of Sport Management, 3, 90-102. doi:10.1123/jsm.3.2.90
• Till, B.D., & Baack, D.W. (2005). Recall and persuasion: does creative advertising matters? Journal of Advertising, 34, 47-57. doi:10.1080/00913367.2005.10639201
• Vashisht, D., & Royne, M. B. (2016). Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge. Computers in Human Behavior, 63, 162-169. doi:10.1016/j.chb.2016.05.022
• Vashisht, D., & S. Pillai, S. (2017). Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online–advergames. Journal of Product & Brand Management, 26, 402-414. doi:10.1108/JPBM-02-2015-0811